[QUOTE=JustLikeHeaven]Just because a company no longer wants to be seen in a certain light doesn't mean they can make it happen. When I think 360, I think about Halo, Gears of War, Dead Rising, Mass Effect etc... I think about Xbox Live and playing people online... They are known as the console for the *shudders* hardcore gamer.
Just ask Nintendo how easy it is to not be known as a kiddie console. They tried so hard with the Gamecube to be a system for everyone and yet everyone felt the system was for kids. Even though it clearly wasn't.
Microsoft has an uphill battle in front of them and I personally don't think they stand chance in hell. If they wanted to be known as this fun for everyone brand they should have marketed their systems that way from the start. Public perception is not easy to change after 5 or 6 years...
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Microsoft has underestimated the marketplace, which btw is not a hard thing to do. Nintendo's place as the family friendly console used to be a derision point with them, because the family-friendly market was the stagnant one, and the more involved gamers were the growing interest. Now, because they've worked primarily not on new upgrades but instead interfaces that simplify gaming and make it much more pick-up-and-play, Nintendo are becoming the champions by expanding the family-friendly market. Microsoft, just like many of us, had no reason to think that the growth trends would change in the West, or that there was some untapped gaming market. Now they are seeing that there in fact was, and they want it.
And an untapped market is really what it is. It isn't just the traditionally family-friendly market that Nintendo always had. It's the untapped non-gamers and casual gamers and drop-out gamers who have lost interest in the ever-increasing complexity.
Now some people would be happy with a console base of 25%. Microsoft isn't one of those companies, though. When they boldly say, as Moore did there, that they want the majority of the market, that's just Microsoft being Microsoft. It isn't enough for them to do well in a given market and follow standards set by other enterprises, they want to become primary in that market and be the ones who set the standards. They pour money not just into gaming, but into many different fields in order to take as much marketshare away as possible so that they can ultimately have more influence and set the direction, as well as financially dominate. If all they can gain is 25% of the marketshare and they cap out at that, they usually eventually drop out. I think Moore sees this as something they *have* to do if they want to gain the kind of proliferation in the console market they wanted initially. It may be an uphill battle, but in everythign except their PC OS and office tools market, they have become used to that kind of uphill battle.
I still think that Microsoft wants something more out of this than just being a well-known gaming console with a good reputation among deeply involved gamers who have time to play epic games. They want to be something that anybody can pick up, because they realize that's what is selling. And they want it because they don't want their console to remain just a gaming console. I think Microsoft and Sony see (or at least saw) the future of household entertainment as a centralized on-demand media hub, and they both want to be the one setting the standards in that future enterprise. This gaming thing for Microsoft is an investment in the future of entertainment provisioning.
It's ironic that Nintendo, a company that doesn't seem interested in taking that route at all, is making them sit up and notice that maybe the method they took for that kind of marketing wasn't the most likely one to garner some success. But the reason that concerns Microsoft is that proliferation of their console is essential in order to push it as a centralized entertainment center for the new untested media hub market. Even if Microsoft were only interested in the gaming market in this foray into console building, they would still be interested in the family-friendly market, because they want proliferation. But I don't think that's what this is really about, or rather, I see subtle differences that don't always occur to most observers. I think they see Nintendo building new market inroads, and they want a piece of that, because that kind of market building is essential to further their own media hub plans. They can term that "family-friendly market", but as I pointed out, this new market Nintendo is gaining is not the family-friendly market that Nintendo always historically had, it's the expanding family-friendly market that Nintendo has been creating.
I think they realize that what has attracted new buyers is accessibility and in some cases, novelty. That's what they want a piece of. They want a piece of that, even if it is only a fad and only for the short term, because they know that marketshare is all important for any other longer-term plans they have built on top of their gaming enterprise. Accessibility helps sell consoles, which helps push games and entertainment to be made or published for said console, and thus ultimately plays right into becoming a much bigger player in a future on-demand entertainment mecca.
Seriously, I don't think Micr osoft has ever wanted to settle for being a console and game providerfor what appears (to them and maybe others) to be becoming a niche market. To take a term out of Nintendo's recent controversial communication, it has never been in their "company DNA" to settle for that kind of second best in the marketplace. If it continues, I honestly think they'd rather just exit it and find a new way to push the same ultimate plans.